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Lucky Strike
buying
progrciiii
the sound
difference
in nighttime
radio
L«l Program PM make a tound differencs in your solet. Coll AW Donnenbaum Jr.,WBC-VP for Salet ol MU 7-0808.
WESTINGHOUSE BROADCASTING COMPANY, INC.
radio i
Appliance Store
Manly's, local B. F. Goodrich store, used R.O.S. schedule of 25 announcements per day for nine days over KMHT, Marshall, Texas. Purpose to overcome general tv sales slump. Copy all ad lib with exception of taped jingle intros. Total campaign cost $375 — half the cost of previous newspaper campaigns. Result: Radio moved 58,600 worth of tv sets. Manly's immediately contracted for another similar campaign on KMHT built around New Year's party theme.
Drive-ln Theater
I
Boulevard Drive-In Theater decided on three-day campaign over KCKN, Kansas City, Kansas. Tag line one night to regular spot announcing names of current movies was that any driver would be admitted free that night who said he "heard it on KCKN." Result: 233 automobiles responded to the commercials. Boulevard Drive-In now regular advertiser on KCKN.
Drive-In Restaurant
Wil-Mar Drive-In Barbecue ran package of 45 spots in one week offering special on sandwiches over WEGO, Concord, N. C. Although thought to be equipped to handle large volume, Wil-Mar reported "completely and hopelessly swamped" with customers. Final result : Business up 200\ during week. Same package ran following week over WEGO. Tremendous success repeated. Wil-Mar now regular advertiser on weekly basis.
I
Grocery Store
I
Stroud's Grocery bought three spoLs en afternco.i Robins Nest show over KGOS, Torrington, Wyoming. Had 480 bushels of peaches to sell. Stroud's is off main highway with very little walk-in trade. KGOS ran only two spots before Stroud's called to ask that last announcement be cancelled. Entire stock had been sold in 2 hours and 15 minutes. Stroud's had been using newspaper advertising with little success. Now is regular advertiser on KGOS, and business is on increase.
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